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What Trends Does Japan’s Food and Beverage Market Hold in 2023?

What Trends Does Japan’s Food and Beverage Market Hold in 2023?

Driven by constant innovation, it is crucial to your success to keep up with Japan’s latest food and beverage industry developments.

To name a few, Japanese consumers prefer to buy natural food over processed foods, drink less alcohol, and choose foods and drinks that support their health.

With the ongoing recession, Japan faces increasing prices for several goods. That does not mean consumers will spend less. However, they will purchase more mindfully. Outpace your competition in the Japanese market by leveraging current opportunities.

1- Natural and sustainable products

 The COVID-19 pandemic has led to Japanese consumers making more purchase-buying decisions based on clean labels and nutrition claims. Behind that lies the willingness to live healthier and prevent sickness. This trend will continue in 2023.

The beverage industry is a good example. Merchants have started to offer more organic and fermented drinks, such as kombucha, to attract customers. With unique offerings, it can be profitable to jump on this trend.

2- Premium and special editions

According to the food manufacturer, the cost of labor and raw materials is high. Therefore, prices rise and the consumer’s pocket is tight. Yet, consumers continue purchasing. Their buying intentions shift. In 2023, they will think more about where, when, what, and how often they buy from brands.

Premium coffee, high-class wines, artisan tea, special-flavored salts, and more are in high demand. High-quality products from abroad come with an outstanding customer experience that is worth purchasing. As a foreign brand with specialties and premium goods, the growing interest in high-end food and beverages provides promising expansion opportunities.

Read more about how to import food into Japan.

Food trends in Japan

3- Items for the health-conscious consumer

As consumers’ attention turns to health-supporting products, the beverage and food industry needs to keep up with the demand. The supply of versatile goods, such as functional drinks, including fruit juices, sports drinks, energy beverages, fermented drinks, and non-alcoholic beverages, is expected to grow in 2023. They are supposed to benefit the metabolism, maintain energy levels, reduce inflammation, and more. Yakult is a well-known brand in Japan. The drink is supposed to relieve stress and improve sleep.

Brands continue to emphasize high-quality nutrients and the positive effects of their products as they target customers searching for healthy options that fit their hectic lifestyles. You can leverage this market by examining what consumers want. What flavors, packaging, and benefits are they looking for? It is best to conduct proper market research before tapping into the market.


Overall, you can succeed in Japan if you can offer innovative and high-quality foods and beverages that align with current trends in Japan. Organic, versatile, premium and special products attract price- and health-conscious consumers these days. Be aware that the market in Japan changes quickly. Depending on economic and other conditions, Japanese consumers adapt fast. Understanding the latest trends is the key to seeing opportunities in the Japanese market.

How can COVUE help you?

COVUE helps you to maximize market opportunities. Our bilingual team serves as your operating partner in Japan. From eCommerce entry to marketing and fulfillment, we build and execute your business strategy for the Japanese market.